Why Focusing on Benefits and Emotion Wins Over Features Every Time

Ever find yourself diving headfirst into the nitty-gritty features of your product or service, only to see your prospect’s eyes glaze over? Same here – I’ve been guilty of it more times than I can count! 🙋‍♂️

Here’s the thing: when we focus too much on features, we overwhelm our audience. They’re left trying to piece together why it matters to them, and confusion almost always leads to “no.”

Instead, let’s flip the script:

• Start with emotion: What problem are they solving? How will your product make them feel when it’s solved? Empowered? Relieved? Thrilled? Impactful?
• Highlight practical benefits: How does your service help them achieve their goals faster, easier, or better?

When we lead with these instead of features, not only are we more likely to close the sale, but we’ll genuinely help our customers make decisions that align with their goals. Everybody wins.

Tim Fahndrich
Co-Publisher
WhirLocal Salem